Half of 1,000 iPhone users say they will trade up to the next iPhone, which is expected to go on sale following Apple Inc.'s Special Event on September 7. The number of consumers willing to upgrade to what sources are calling the "iPhone 7" jumped to 51% — up from 22% in March, when Apple launched the 4-inch iPhone SE.

Branding Brand, the leading mobile and shopping app platform, conducted a consumer survey to understand excitement around the new products Apple is expected to release in September, including the next-generation iPhone and Apple Watch.

Time to Upgrade?
From March to August 2016, there was a small shift by customers from iPhone 5, 5s, and 5c to newer iPhone generations. According to the survey, only 4% bought the new iPhone SE since its launch in March 2016.

"Apple customers have been hesitant to upgrade their smartphones this year," said Chris Mason, co-founder and CEO of Branding Brand. "In March, there was high anticipation that Apple would launch its newest generation of iPhones, but the 4-inch iPhone SE felt like a step back for consumers that enjoy more innovative Apple products."

New iPhone Features
Branding Brand's survey uncovered which of the anticipated new iPhone features consumers are most excited about:

• Dual cameras (49%)

• iOS 10 (21%)

• Pressure-sensitive home button (18%)

• Removed headphone jack (12%)

"iPhone enthusiasts are craving new features and functionality from Apple's next wave of smartphones," said Mason. "Camera upgrades on iPhones keep getting better, and a dual camera will allow sharper photography. Although people aren't excited about the idea of removing the headphone jack, they might welcome the enhancements rumored to replace it."

Apple Watch 2
While cost continues to be the top concern against purchasing, consumers are now 20% more open to buying an Apple Watch than they were in March. At the time, 53% said that nothing could convince them to buy an Apple Watch.

Of iPhone owners, 11% currently own an Apple Watch, and 39% of those interested in the accessory won't buy unless the cost goes down.

"The price reduction of the first Apple Watch has likely contributed to the rise in ownership we saw since March," said Mason.